The document outlines a campaign in Romania to promote adopting stray dogs from shelters to save their lives. The campaign objectives are to increase adoptions from public and private shelters through a website featuring dogs available, social media promotion, outdoor advertising, and a public event. It also aims to change perceptions of stray dogs by training one as an assistance dog and producing videos highlighting dogs' positive roles. The message is "Adopt a dog and save a life!"

1. More Humanity towards Animals
ADOPT A DOG AND SAVE A LIFE!
a VIER PFOTEN initiative for saving the
lives of the dogs in the public shelters,
Romania, 2013

2. More Humanity towards Animals
ABSTRACT
• Beginning with the 3rd of September, the lives of
the strays in Romania are threatened. A new
legislation permits the mayors to kill the dogs in
the public shelters in 14 days if they are not
adopted.
• This called for concentrated efforts for saving the
dogs in the shelters in Romania, with accent on
the public shelters.
2013-03-12, AFN 2

3. More Humanity towards Animals
TARGET AND OBJECTIVES
• Target group:
– Core target: Animal lovers in Bucharest that can adopt dogs from the private (mostly
Speranta) and public shelters. People that have the will and the means to take a dog at
home.
– General target: People in all Romanian cities which mayors agree with the “14 days than
euthanasia” method that can help by adopting dogs from the streets or from the public
shelters and also push adoption in general
• Campaign objectives:
– Make people adopt strays from public and private shelters (mostly Speranta shelter, the
private shelter with more than 600 dogs that VIER PFOTEN is collaborating with)
– Present strays as an alternative for the people that want to buy a breed dog – DFP Project
– Change mentalities regarding having an adopted stray dog (happy/optimistic/real stories with
dog owners)
– The better information about strays will prevent prejudices or the fear about the strays
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4. More Humanity towards Animals
MESSAGE
Adopt a dog and save a life!
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5. More Humanity towards Animals
ACTIONS
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS
• Website presenting the dogs from the shelters (Public
and private)
• VIP used as image vectors for promoting adoption and a
humane attitude towards animals
• Facebook for promoting the dogs from Speranta and
from the public shelters
• Event for promoting the adoptions from Speranta
• Outdoor Campaign
• TV clip/advertising campaign
2013-03-12, AFN 5

6. More Humanity towards Animals
ADOPTIONS WEBSITE
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS
Website dedicated to dogs in public or private shelters. Shelter owners
and
NGO’s take pictures of the dogs available for adoption and create thus
a database with the dogs
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Results: a peak of 700 visitors/day
and an average of 300, with a bounce
rate of 30% and an average time on
site of 4 mins.

7. More Humanity towards Animals
VIP SUPPORT ADOPTIONS
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS
• 15 VIP’s from different areas were giving testimonials for sustaining adoptions. Many
of them already having adopted strays.
• Results: more than 24000 views on youtube, ~400 shares and 500 likes per post (the
campaign page and VIER PFOTEN’s page)
2013-03-12, AFN 7
Some of the names: Dan Puric
(actor), Monica Davidescu (actress),
Leonard Doroftei (sportif), Oreste
Teodorescu (TV host), Natalie Ester
(actress), Marius Bodochi (actor),
Mihai Traistariu (singer), Paula
Selling (singer), Pepe (singer),
Alexandru Constantin (TV host),
Marius Vintila (TV Host and DJ) etc

8. More Humanity towards Animals
OUTDOOR CAMPAIGN
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS
• 5 metro stations – a monthly traffic of over 2.000.000
travelers
2013-03-12, AFN 8

9. More Humanity towards Animals
OUTDOOR CAMPAIGN
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS
• 5 metro stations – a monthly traffic of over 2.000.000
travelers
• Concept: TNDC – pro bono
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10. More Humanity towards Animals
• 3 outdoor locations (near big hipermarkets like Kaufland
and Billa (330.000 clients monthly)
• Concept: TNDC – pro bono
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OUTDOOR CAMPAIGN
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS

11. More Humanity towards Animals
• Very active online and PR promotion before the event -
More than 25 news in print and online media, Over 2000
shares for the events poster, more than 60.000 views;
• Very good promotion of the event onsite – 5 key media
televisions present, 2 key media news agencies and 2
print key media
• 2 VIP’s present to the event
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“DOORS OPEN DAY” EVENT -
SPERANTA
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS

12. More Humanity towards Animals
A great event from the communication point of view.
• Very active online and PR promotion before the event -
More than 25 news in print and online media, Over 2000
shares for the events poster, more than 60.000 views;
• Very good promotion of the event onsite – 5 key media
televisions present, 2 key media news agencies and 2
print key media
• 2 VIP’s present to the event
2013-03-12, AFN 12
“DOORS OPEN DAY” EVENT -
SPERANTA
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS

13. More Humanity towards Animals
Results: 8 dogs adopted
Pics:
https://www.facebook.com/media/set/?set=a.10151671487
661644.1073741889.302068656643&type=3
2013-03-12, AFN 13
“DOORS OPEN DAY” EVENT -
SPERANTA
OBJECTIVE: MAKE PEOPLE ADOPT STRAYS FROM
PUBLIC AND PRIVATE SHELTERS

14. More Humanity towards Animals
ACTIONS
OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY
DOGS
• GMP – “The Helping Stray” Pro bono project
• PR on the DFP dogs
• The clip made by dogs – Propaganda and V8
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15. More Humanity towards Animals
GMP – THE HELPING STRAY
OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY
DOGS
GMP is one of the most important advertising/PR group in
Romania. They’ve got an online, a PR, a production and an
advertising agencies within their group.
Recent awards:
2012 - Cannes Lions, Effie, Golden Drum, Eurobest, ADC
Awards
2011 – Cannes Lions, Effie
2010 – Effie, Golden Drum
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16. More Humanity towards Animals
GMP – THE HELPING STRAY
OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY
DOGS
Project’s objective: make people see the stray dogs as a
resource for the society and not as a problem.
They got the help of a dog trainer (Catalin Cornea) and
together with Victor Chitic, VP’s psychologist of the Dogs
for People Project, they will find a stray dog in the
public/private shelters of Bucharest, and train it for
becoming assistance dog for a person with a physical
disability.
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17. More Humanity towards Animals
VIER PFOTEN is the moral sustainer of the campaign, the
campaign belongs to GMP
All the promotion of the project and the video/other
materials for this project are made pro bono by GMP
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GMP – THE HELPING STRAY
OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY
DOGS

18. More Humanity towards Animals
PR ON THE DFP DOGS
OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY
DOGS
• The DFP team, presented in prime time in a 3 min.
news. – Antena 1
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19. More Humanity towards Animals
THE CLIP MADE BY DOGS –
PROPAGANDA AND V8
OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY
DOGS
• Clip made in collaboration with Propaganda and V8 that
will be pushed on:
• 1. Pro TV, 8. Discovery
• 2. Acasa TV 9. Animal Planet
• 3. Pro Cinema 10. TLC
• 4. AcasaGold 11. AXN Black
• 5. MTV 12. AXN White
• 6. VH1 13. Nat Geo Wild
• 7. Sport.ro 14. History
15. PVTV
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20. More Humanity towards Animals
THE CLIP MADE BY DOGS –
PROPAGANDA AND V8
OBJECTIVE: CHANGE THE PERSPECTIVE ON STRAY
DOGS
• The clip:
http://www.youtube.com/watch?v=1J5n3STjydE
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